MxMIndia

Category: MARKETING

  • Sanjay Panday, Senior VP, DDB Mudra Mumbai, takes on additional responsibility as Head – Gutenberg Networks India

    Sanjay Panday to head Gutenberg Networks India

    By A Correspondent

     

    Sanjay Panday, Senior VP, DDB Mudra Mumbai, takes on additional responsibility as Head – Gutenberg Networks India. Gutenberg Networks is a global integrated marketing production organization with expertise in developing communication campaigns in broadcast, web, press and print.

     

    Mr Panday has been associated with the DDB Mudra Group for over five years and spearheads some of the largest clients of the Group, out of Mumbai. With over two decades of experience, he has worked across major agency networks and handled renowned brands such as Cadbury, ITC, Emirates, Videocon, Emami and Asian Paints, among others.

     

    On his taking charge of Gutenberg Networks India, Mr Panday said, “The global trend of consolidation of artwork, digital studio and pre-production services is now in India. I’m looking forward to help make Gutenberg Networks India one of the best pre-media production services companies in the region.”

     

    Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group, said, “I am confident that Sanjay, with his vast experience across a spectrum of clients and agencies, will lead Gutenberg Networks India to its goal of becoming a strategic business hub for digital studio and pre-media production services.”

     

  • Looking for more eyeballs, Life OK is showing promos of its serial on cinema screens, in collaboration with UFO Moviez

    Life OK’s Savitri running at a cinema near you

    By A Correspondent

     

    With competition growing, GECs today are finding innovative ways to market their shows. The latest to join the bandwagon is Life OK. The channel, for the launch of its latest offering Savitri, has joined hands with UFO Moviez.

     

    For the first time, the channel’s four-minute promotional content for a Hindi GEC show is being played in cinema advertising in digital theatres with the new film releases of the week.

     

    Speaking on the innovation, Pratik Seal, Marketing Head, Life OK said, “Life OK has always been a firm believer in disruption, whether in terms of content or our marketing strategies. UFO Moviez is a popular platform with a huge reach in Hindi Heartland. We are delighted that along with UFO Moviez, we were able to introduce our show and capture the attention of our audiences.”

     

    Commenting on this development, Siddharth Bhardwaj, CMO & NSH – Enterprise Ad Sales UFO Moviez said, “We are delighted to have partnered with Life OK; this partnership is an example of how UFO continuously makes an effort to innovate and provide value to the brands advertising on its network.”

     

  • The Asian Federation of Advertising Associations recently conducted the inaugural Fast Track Professional Excellence Programme for 25 young professionals from Asia Pacific

    AFAA training inspires young professionals in Asia Pacific

    By A Correspondent

     

    The Asian Federation of Advertising Associations (AFAA) recently conducted the inaugural Fast Track Professional Excellence Programme for 25 young professionals from Asia Pacific.

     

    Originally conceived and announced in 2012, the Fast Track programme was held from February 22 to 24 at Kuala Lumpur, Malaysia. The three-day training covered both personal and professional development to nurture the 25 participants to become extraordinary professionals and leaders in the advertising and marketing industry.

     

    The training included participants from India, Taiwan, Indonesia, Korea, Pakistan, Sri Lanka and Malaysia. When asked about the programme, all 25 participants said that they were satisfied with the programme, with 18 participants saying they were “totally satisfied”.

     

    “It was an honour to spend so much time with such truly wonderful people,” said Dorab Ghadiali, Account Manager at Madison India.

     

    The next Fast Track edition is scheduled for the third quarter of 2014 in Bali. It will be held over three and a half days, and will accommodate up to 40 participants across Asia Pacific.

     

  • BCCL is to buy 12% in Dalmia Continental, promoters of the Leonardo and Hudson brands of edible oil

    Oil’s well at the Times Group

    By A Correspondent

     

    Bennett, Coleman & Company Limited (BCCL), otherwise known as the Times of India Group, has taken options to buy upto 12 percent equity in Dalmia Continental Pvt Ltd (DCPL), promoters of Leonardo Olive Oil and Hudson Canola Oil. Leonardo Olive Oil is the market leader and No.1 brand of olive oil in the nation and holds 30 percent share in the olive oil market. Hudson Canola Oil is the leading canola oil imported from Canada.

     

    In 2011-12, Leonardo Olive Oil experienced a growth rate of 120 percent in total revenue with sales of Rs 40 crore. The olive oil sector in India grew at 45 percent over the same period. Leonardo has focused on the use of olive oil for Indian cooking, which is the strategy behind its growth and acceptance by the Indian consumer.

     

    VN Dalmia, Chairman of Dalmia Continental said, “We will not rest until olive oil becomes the main cooking medium in India. India is World No 1 in heart disease, World No 2 in diabetes and World No 1 in hypertension. The high mono-unsaturated fat in olive oil prevents heart disease, reduces cholesterol, fights diabetes and controls hypertension. There is also higher purpose behind our efforts: to improve the health of the nation. Our sole aim is not only to make profits”.

     

    A BCCL spokesperson added, “The Times Group has consistently helped promising brands to achieve their potential. Leonardo is the leading olive oil brand and the Times Group is pleased to be associated with a company and brand that have the potential to grow exponentially due to the consumer’s need for their products as well as the higher social purpose behind their efforts. By targeting investments to selected brands that have high potential, the Times Group has assisted several brands to become super-brands.”

     

    DCPL plans to spend a total of Rs. 100 crore towards its marketing initiatives in the 5 years from 2012-13 to 2016-17. The Leonardo ad campaign, which launched last year, has been designed by Euro RSCG.

     

  • Sony Music Jive enables consumers to download and stream music for free

    Sony Music launches Music Jive

    By A Correspondent

     

    Sony Music has partnered with the new range of Sony Xperia Smartphones to launch ‘Sony Music Jive’ – music service that allows consumers to download and stream music from the Sony Music Catalog of two million songs, for free. Sony Music will look at innovations like premiering content exclusively for Sony Xperia customers for streaming and download.

     

    To meet the increasing demand for easy and legitimate access to music, Sony Music India has launched its Sony Music Jive service. Differentiating itself from Nokia Music Unlimited store (offers only download), Saavn (streaming only) and iTunes (consumer paid download), Sony Music Jive allows Xperia consumers to download and stream music for free.

     

    Shridhar Subramaniam, President Sony India and Middle East, said, “Sony Music Jive is our foray into directly engaging with consumer by offering them a compelling digital music service. We have been doing a number of digital innovations and the launch of this new hybrid application is another such. I am confident that with Sony Music Jive, the Xperia handsets would be a preferred choice for the customers as it gives them and unmatched offering of songs and an easy and legal access to the global catalogue of Sony Music.”

     

    Kenichiro Hibi, Managing Director, Sony India, added, “We are excited to partner with Sony Music for the all new Sony Music Jive. Indian consumers are very passionate about music and we feel this compelling service will be huge reason for customers to choose our new range of exciting Xperia Smartphones. We have always been associated with making quality phones and this partnership allows us to leverage our strengths with our group company. This app fits in very well with our brand image of offering a great musical experience to our customers.”

     

  • GK Suresh of ITC Foods in an extract fm Simplify360's ebook,Predictive Analytics 2013:The future of social media

    How social media can reveal the mystery of brand loyalty

     

    G.K Suresh – General Manager, ITC Foods

     

    Let’s face it. Customers are no longer loyal or rather they are loyal but to brands that understand and engage with them in the new world. The messages carried by the advertisements are no longer compelling. For years, brands were able to suppress the consumers’ voice. But now, all it takes is a Tweet or a Facebook update from an irate customer and the world knows about it. Honesty has become most brands’ top priority.

     

    Maintaining brand loyalty has suddenly become the biggest challenge. Moreover, the entire concept of loyalty is vague. All thanks to Facebook, where one person is interacting with several competing brands, all at once. In such a scenario, traditional branding exercises are no longer effective in getting the attention of customers. This is further complicated by the variety of devices where such micro eco-systems exist.

     

    This is the result of the digital convergence of culture, business and economy into bits and bytes. So, this is where lie not only the challenges but also huge opportunities for brands to understand their customers. Digging into the wealth of social media data, brands can today discover consumer insights like never before.

     

     

    By A Correspondent

     

    Having taken the corporate world by storm, social media today is today spreading its wings far and wide and is no longer just a casual hangout for users. The possibilities that it offers are endless, and it’s been proven beyond doubt that social media is no longer a fad. It means serious business for brands. But with this realization there is also the truth – about enterprises not being equipped with right tools and human resources to leverage social media.Simplify360, a firm that enables organizations to effectively implement social media concepts into core business functions, has released an e-book titled ‘Predictive Analytics 2013: The future of social media.’ The study saw the firm connect with different professionals active in the field of social analytics and learn from them about the future of social media. The book is an attempt by Simplify360 to reach out to the experts in the social media field in order to learn the meaning of what predictive analytics meant in social media and its role in the future of social media.

     

    Predictive analytics has been around for a long time and slowly these analytic tools are finding their way into the marketing and social media arenas. What predictive analytics does is use behavioural data from past to predict how individuals will behave in the future. Some of the experts who have contributed in the book include Ajay Kelkar of Hansa Cequity, GK Suresh of ITC Foods, Ankita Gaba of Social Samosa, Bhupendra Khanal of Simplify360 and the others. MxMIndia presents extracts of the article by GK Suresh who has written on ‘How Social Media can reveal the mystery of brand loyalty’.

     

    There are 4 steps to understanding customer insights through social media:

    # Find out what people are talking about and why

    # Find out who is talking and influencing the crowd

    # Use this intelligence to optimize your brand’s message to impact in real-time.

    # Measure your interaction and influence of the messages and optimize them.

     

    One brand that has successfully utilized the above steps is Bingo! with the launch of Bingo! Tangles on Facebook. With over 3 million fans, Facebook offered Bingo! a great window into understanding consumers conversations. Consumers use these forums to talk about their likes & dislikes and welcome new information on product as they find it appetizing, tempting &satisfies their need for variety. Consequently we decided to launch the new Bingo Tangles first on Facebook and give a chance to loyal Bingo! fans to discover the product and also taste it before it hit the market. A teaser contest was created for Facebook fans which encouraged them to decipher the brand name and the winners could taste the product before it was made available in the market. Thousands of fans participated in the contest and packs of Bingo Tangles were sent to the winners. This campaign helped us connect with the brand advocates and also use Facebook as a launch platform for various other brands.

     

    Data is a vital raw material for building the business infrastructure in the information age. Brands that can put systems in place to access, process and utilize the data will be the most successful in connecting with the customers and influence their decisions.

     

    The key idea behind customer loyalty is customer retention. There are already different programs, which   businesses employ like reward programs, referral programs and 1-to-1 marketing campaigns to ensure that customers stay with the brand. But social networks are taking over these programs in terms of gaining a deeper relationship with the brand.

     

    There are 3 ways to use social media data to improve and make social programs much more effective:

     

    1. The Brand should genuinely care

    When you embark on the social media journey, be prepared to respond to negative as well as positive feedback and genuinely do something about consumer problems. On the Aashirvaad Multigrains Facebook page one of the fan brought to our notice unavailability of Aashirvaad Multigrains atta in her area. We used this info to investigate the issue with our sales team and figured out that there was an issue with the sales person operational in that area. Action was taken immediately and we called back the consumer to validate that her problem had been addressed.we figured out that this was an issue due to the sales person operational in that area. Thus listening to a single fan, who was representing a cluster of consumers in that region, we were able to resolve issues faced by many such consumers in that region.

     

    2. Engage without losing focus on your brands

    Many times the focus on the content posted on Social Media platform goes to extremes. Either it is too generic or it is too brand centric. There should be a proper balance.

     

    3. Brands have to learn to converse with consumers as equals

    Brands are too used to speaking to consumers from a position of authority & knowledge and not as a friend. But today brands need to learn to converse with the consumers on equal terms & be seen as an enabler.

     

    The key thing is to do it without compromising on the brand “personality”. Hence the voice of Bingo! is more youthful & contemporary; the voice for Aashirvaad is always joyful & optimistic while that of Kitchens of India is authentic & welcoming.

     

    So we now know why and how social media can help decipher the mystery of brand loyalty. But the last portion and the most vital one, is to understand how to measure this in social media. There are 4 factors, which one must consider while looking into brand loyalty in social media:

     

    1. First of all, what are customers talking about your brand and how? What are their attitudes and sentiments towards your brand? What is their feeling towards your brand? Are they neutral, friendly, hostile or ignorant? This helps brand not only understand the emotion but also map them along the brand attributes and identify the missing bits.

     

    2. Secondly, to understand the emotional connection between a customer and your brand and measuring the strength of the bond. Most often an out-burst by a customer is temporary, and can be mitigated easily. Hence, identifying such customers is vital. Many a times the reverse is true as well. There was once a complaint on Facebook by a consumer on the quality of Atta. Before we could begin to address the problem, 3 other consumers had responded asking the fan to check the storage conditions at the outlet of purchase as well as her kitchen.

     

    3. Thirdly understand that the customer is likely to buy more than one segment of products from the brand. This sends much a stronger signal of loyalty.

     

    4. And finally, know which platforms are more effective in communicating with the customer. Email, Social Networks, Mobile, TV, Tablets and the list goes on. The avenues where customers are present are wide. Hence identifying the top engaging platforms and optimizing them is vital.

     

    Mining social data and building your decision systems on top of it is the secret of successful customer retention. The main goal is to make an emotional connection with the customer in each interaction to increase referrals, retention and acquisition.

     

  • An initiative digitally executed by FoxyMoron is aimed at providing electricity to remote villages in India

    Garnier Men launches ‘PowerLight A Village’ campaign

    By A Correspondent

     

    Standing true to the tagline ‘Take Care’, Garnier Men launched a unique social campaign – PowerLight a Village with an aim to light up hundreds of villages in India that are without any electricity. The announcement of the campaign was made by Satyaki Ghosh, Director, Consumer Products Division at L’Oreal India Pvt. Ltd. and Nathalie Gerschtein, General Manager, Garnier at L’Oreal India Pvt. Ltd. Garnier Men has collaborated with Project Chirag as their implementation partner. The Foundation has been championing the cause of rural electrification and has been instrumental in providing electrification to over 125 villages across the country

     

    The ‘PowerLight A Village’ campaign aims at creating awareness among consumers to contribute through their pledges on social media and be a part of a movement that will help Garnier Men in the identification and electrification of lightless villages across India using solar power. Villagers will be provided with one solar lamp that also has an in-built mobile charging unit, 1 solar tube light and 1 solar panel to charge their equipment. In a country like India which receives 300-325 sunny days a year, these units would help villages get continuous supply of electricity.

     

    Nathalie Gerschtein, General Manager, Garnier at L’Oreal India Pvt. Ltd. said, “Garnier is a green brand at heart and it has been our endeavor to bring to the Indian consumer, new, different and better products relevant to their needs at an affordable price. Garnier Men has enjoyed great success in India and we are pleased to take a step back and contribute to our society willingly. We have initiated this noble campaign in order to spread light across the less fortunate, remote areas of India by using natural resources like solar energy. Our consumers need not have to contribute anything in cash or kind, just their support towards the initiative online, will help the team light up another village. As a predominant player in the skincare industry, we pledge to work harder in helping India grow as a country and not just a market.’

     

    Satyaki Ghosh, Director, L’Oreal, consumer Products Division, India said, “Garnier has taken a wonderful step by keeping up to their tagline ‘take care’ and initiating a fruitful social campaign. ‘PowerLight a village’ is a great message especially for the youth of the nation. According to us, we feel that if we can work efficiently with our conscience and consumers, then we can make our society a better place to live in. ‘PowerLight A Village’ will help us spread smiles and bring light by using renewable sources of energy like solar energy. Consumers are invited to make a difference in simple and multiple ways like actively participating in digital forums like Facebook and Twitter.”

     

    Harshil Karia, Co-founder and Online Strategist, FoxyMoron said, “Brands taking on projects for social good is the future. We believe that a brand speaks through their actions more than advertisements and are humbled to be associated with Garnier Men who has taken this bold step through the ‘PowerLight A Village’ campaign.”

     

    Through the simple medium of social media, Garnier Men aims to reach out to more than a million consumers and encourage them to participate in the campaign. ‘PowerLight A Village’ is an extension of the Men Who Matter initiative and will be driven via digital, allowing Garnier Men’s 1.6 Million Men Who Matter on Facebook to contribute virtually to the electrification drive. Every like, share and comment, will contribute a predetermined unit of energy. This will be coupled with activations on-ground that will allow Men to come and pedal bicycles which will be recording the energy generated.  A summation of these activities will eventually be translated into actual energy donation through the solar equipment.

     

  • The company has announced the acquisition of a mobile game development and publishing company in Japan and a mobile game development studio in Korea, thereby augmenting its footprint in the global mobile gaming industry

    Reliance Games expands to Japan, Korea

    By A Correspondent

     

    Reliance Big Entertainment Pvt. Ltd, part of the ADAG Reliance group, has announced that Reliance Games, its international mobile gaming business, in a bid to expand its global presence has made a strategic entry into the key gaming destinations in the world – Japan and Korea. The company has announced the acquisition of a mobile game development and publishing company in Japan and a mobile game development studio in Korea, thereby augmenting its footprint in the global mobile gaming industry.

     

    The recent ingress of Reliance Games into Japan and Korea will play a pivotal role in the company’s international roadmap. The Japanese and Korean business set-ups give Reliance Games direct access to the two largest mobile gaming markets known to the world. The company aims to adopt a two pronged approach for the new set-ups; while the Japanese and Korean facilities will develop IPs targeted to local consumers, they will in future also be responsible for R&D of multi-player mobile games for the western markets.

     

    Manish Agarwal

    Commenting on the milestone, Manish Agarwal, CEO, Reliance Entertainment Digital said,   “Reliance Games, after the success of Real Steel & F1 2011 mobile games globally, has embarked on a journey of expanding its business beyond North America markets. With this acquisition in Japan & Korea Reliance Games has made inroads into the world’s largest mobile gaming markets and looks forward to tap the 5.5 Bln USD & 1.3 Bln USD mobile gaming markets of Japan & Korea respectively. Investment in the development studio at Busan, Korea and in the distribution team at Tokyo, Japan will enable us to develop games for local markets instead of trying to force fit western games in these markets. I have full confidence on teams at Korea and Japan to establish Reliance Games as a very innovative and successful gaming brand.”

     

    Eric Marlow, Vice President of Global Studios, Reliance Games said, “The Company’s expansion into the Japanese and Korean markets is significant and strategic. We see now a clear path that allows us product and development capacity in both countries. We are extremely excited by the new capabilities added to our team and we think our customers will enjoy the games we are preparing for them.”

     

    The company has brought on board Hwa Seok Choi in the role of Chief Revenue Officer for Reliance Games Japan. Commenting on his new role, he said, “It is a great opportunity to be a part of Reliance Games’ global expansion strategy. I am looking forward to the successful games that we will bring to the mobile gaming markets in times to come.”

     

    On partnering with the Reliance Group, Hojin Song, CEO of Bluesom Inc. said, “It’s a pleasure to partner Reliance Games in its phase of expanding global presence. I am certain that together we will be able to effectively cater to the mobile gaming markets globally.”

     

  • The DY Patil Group and Whistling Woods International have announced that they are jointly setting up an Institute of Film, Media & Communication. It will start operations in August this year

    Whistling Woods, DY Patil Group set up film & media school in Pune

    By A Correspondent

     

    The DY Patil Group and Whistling Woods International have announced that they are jointly setting up an Institute of Film, Media & Communication. The DY Patil – Whistling Woods Film & Media School will be set up in the DY Patil Knowledge City in Pune.

     

    The DYP – WWI Film & Media School will begin operations in August this year. The collaborative film and media school will offer students from across the country integrated undergraduate courses in film-making, animation, media and communication, and a MBA in Media & Entertainment. The three-year degree film-making course will feature a twinning model where the students will spend the final 18 months at the Whistling Woods Mumbai campus and so be exposed to the cultural experience of studying in Mumbai’s Film City.

     

    Announcing the alliance with the illustrious DY Patil Group, Subhash Ghai, Founder & Chairman – Whistling Woods International, said “It is a great privilege for Whistling Woods to be associated with a university of this stature. Over the past year or so, we have been exploring opportunities to expand nationally, and in the institute being set up jointly in Pune, we have found the perfect partner in the DY Patil Group. Whistling Woods is here to stay and this is one step towards expansion with many more to come.”

     

    On the partnership between WWI and the DY Patil Group, Dr Ajeenkya D Y Patil, Chairman, DY Patil Group, commented, “We are delighted that our two institutions have joined forces. I am convinced that the institute of Film, Media and Communication will raise the bar further for professional media education in India. Our vision is to help shape young lives by providing them cutting-edge professional education and training for rewarding and fulfilling careers in the high-growth sector of media & entertainment.”

     

    Dr Patil added, “I am delighted to announce that Pavan R Chawla, a respected and award-winning media & entertainment professional with close to 25 years of rich and varied experience in content and communication with some of the biggest and best M&E brands in India, has joined us as Dean of the DYP-WWI Institute of Film, Media & Communication in Pune. He has a large and impressive body of professional achievements, and I am sure he will be a driving force to achieve our joint vision for the institute.”

     

    Meghna Ghai-Puri, President, WWI, commented, “DY Patil and Whistling Woods International are two institutions that have earned a great reputation in education. It is extremely exciting to be associated with a renowned Institution such as DY Patil, and we look forward to a very successful partnership in the future.”

     

  • The movement urges people to ask questions about issues that matter, in order to 'Drive Positive Change'

    Mahindra Reva launches ‘Ask’ movement

    By A Correspondent

     

    Mahindra Reva, a part of the US$ 15.9 billion Mahindra Group, has announced the launch of its new ‘Ask’ movement, a campaign that urges people to ask questions about the issues that matter. The movement is based on the idea that real progress happens when people ask the right questions and then seek the appropriate answers. The motto of this campaign is: ‘Think, and you will ask. Ask, and you will Rise’.

     

    The Ask movement has emerged from the Mahindra Group’s vision of the Future of Mobility, which was unveiled by Group Chairman, Anand Mahindra in August 2012, at the inauguration of Mahindra Reva’s new manufacturing plant in Bengaluru. At that time, the Mahindra Group had promised to launch a movement to co-create and co-imagine the Future of Mobility, and ‘Ask’ is that movement. The Future of Mobility envisions the creation of an automotive ecosystem that brings Clean, Convenient, Connected, Clever and Cost-effective (the 5 C’s) mobility solutions to customers across the world.

     

    At the root of the Ask movement is Mahindra’s brand idea of ‘Rise’. This has been the basis for a number of other movements including the ‘Spark the Rise’ movement which seeks to tap into the entrepreneurial spirit of India to drive positive change. The Ask movement is another step in this direction and seeks to leverage the principles of Rise to co-create a more sustainable vision of the Future of Mobility. This movement will tap into the hunger for change in an increasingly confident India by inviting the public to ask questions about topics like mobility, infrastructure and technology.

     

    Pravin Shah, Chief Executive, Automotive Division, Mahindra & Mahindra said, “At Mahindra, challenging conventional thinking in everything we do is a way of life. We have always encouraged people to ask questions because we believe that our ability to innovate and develop superior products and services is related to the questions we are asked – by our customers and our own employees. With the Ask movement, we hope to encourage people to constantly think of the questions that really matter and actually voice them, thereby paving the way for the creation of a better world.”

     

    Commenting on the rationale behind the movement, Chetan Maini, Founder and Chief of Strategy & Technology, Mahindra Reva Electric Vehicles said, “Each human being has this innate curiosity and desire to drive positive change. At Mahindra Reva, asking questions is an intrinsic part of what we do. We have relentlessly questioned ourselves on what we can do to redefine the Future of Mobility in the years to come. The Mahindra e2o electric vehicle is our first significant step in this direction.”

     

    Mahindra Reva will funnel these questions down to issues relating to mobility and related topics, and form interest groups that will seek to provide answers to these issues. In this manner, Mahindra Reva hopes to play the role of an incubator of ideas related to the future of mobility.

     

  • JWT Chennai has won the creative mandate for K7 Computing, the antivirus company. The agency will develop a new brand positing strategy and 360 degree communication solutions for the brand

    JWT Chennai wins creative mandate for K7 Computing

    By A Correspondent

     

    JWT Chennai has won the creative mandate for K7 Computing, the antivirus company. The agency will develop a new brand positing strategy and 360 degree communication solutions for the brand. JWT Chennai will also be responsible to create communication solutions to adrress K7 reatail and corporate customers.

     

    “K7 is engaging JWT to develop a strong marketing strategy that will help the brand reach out and connect with its customers and establish K7 as a leading player in the domain of antivirus and internet security systems,” says J Kesavardhanan, CEO, K7, on their association with JWT.

     

     

  • The Mumbai-based agency has launched its new TVC 'Live Fearless' with 'Fearless' Ranvijay Singh

    Palasa bags Streax Xenoh deodorants

    By A Correspondent

     

    Palasa Creative Place, a Mumbai-based agency set up in 2004 by Sandeep Bomble bags the Streax Xenoh Deodorants the adventurous deodrant brand of Hygienic Research Institute Private Limited (HRI).

     

    The commercial features celebrity Rannvijay Singh, Brand Ambassador Streax Xenoh.

     

    Riding on the idea, ‘Live Fearless’ created by Palasa, the new TVC is about the difference and a chase between a group of guys and a single fearless guy. It’s about the decisions that this single protagonist featuring Ranvijay takes with confidence in his stride.

     

    The new TVC highlights the way Xenoh deodorant adds to one’s personality. The basic message is to convey that if you are fearless, you get things your way.  At the same time, through this commercial the new Xenoh variant Night Out is introduced.

     

    Sandeep Bomble

    Speaking on the idea and the concept behind the commercial, Sandeep Bomble, Founder & Creative Director, Palasa Creative Place, said, “The thought was to portray that the attitude of the man lies in his confidence to face the world. Also we had debates on things that impress women and we came to a conclusion that no doubt good looks, roses, letters, etc are known to impress them but today women seek beyond these things. They look up to men who are fearless and confident. Thus, Palasa’s idea of ‘Live Fearless’ perfectly blends with the thought, which gives man a larger than life attitude. Hence we personified the product to something that brings forth the fearless instinct of the man that allows him to go ahead and get what he desires.”

     

    With increasing competition in the deodorant segment, the communication breaks free from the clutter of today Indian men becoming extremely conscientious about their personal grooming and hygiene levels. The brief was simply to retain the oomph factor but have something more as an idea that could be communicated to the audience and not simply go the cliched way of showing the girl being attracted to man with just the whiff of the fragrance. Men love sports and adventure; however this passion also brings along with it the unnecessary baggage of body odour.

     

    Credits:

    Client: Streax Xenoh Deodorant

    Executive Director, HRIPL: Ashish K Chhabra

    Concept: Palasa Creative Place

    Production: Red Ice Films